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PARIS — Etam doesn’t appear to be tightening its belt — garter belt, that is.
This story first appeared in the February 9, 2009 issue of WWD. Subscribe Today.
The French lingerie brand staged a glitzy, celebrity-packed catwalk show at the Ritz Thursday night that included the unveiling of a new lingerie and swimwear line by top model Natalia Vodianova.
“What I realized when designing this is how feminine I am — I’m feminine to the bone,” the Russian model said in an interview, musing on her first foray as a designer.
Dubbed Natalia pour Etam (Natalia for Etam), the line includes a teal cotton bodysuit with a butterfly detail at the neck, polkadot two-piece sets and a gray lace corset. The items are slated to hit a selection of French and international retail outlets in April, retailing from around $20 for a pair of panties to $80 for a printed silk robe.
Having signed up as Etam’s brand ambassador for three years starting this spring, Vodianova is to design a new collection for her line each season over the same period.
The range also features a silk nightgown with a lace panel at the neck that was inspired by a Victorian slip from Vodianova’s own wardrobe.
“That could be worn as an evening dress,” she said. “I wanted the line to be for women who are not afraid, who like to play.”
Eva Herzigova turned up in the front row for the show to support her model pal, along with the likes of Audrey Marnay, Uffie, Victoire de Castellane, Charlotte Casiraghi, Eugenie Niarchos and Lou Doillon.
French actress Nora Arnezeder, dressed in a brown snakeskin Dior biker jacket, said she’s been hard at work rehearsing for a play by Georges Feydeau called “Chat en Poche,” or “Cat in a Bag.”
“I’ve also been working on a project with Guerlain for September, but I can’t give any details,” she said.
Bleach-blonde Micky Green, who’ll start work on her new album next week, said she had just shot a hair campaign for Sebastian.
Meanwhile, French heartthrob actor Melville Poupaud said he just wrapped up shooting “44 Inch Chest” with John Hurt.
“Believe it or not, I’m not into lingerie, I’m just here as I know the people who organized it,” he said.
The crowd chattered and whooped throughout the show, erupting into applause when Vodianova sashayed out to take her bow in a printed silk robe of her own design.